Online App Store Manager (Growth Marketing)

TrendLife™ is Trend Micro’s consumer division, focused on providing solutions for digital safety and privacy. They are seeking an Online App Store Manager to oversee the app store business, manage P&L, and drive revenue growth through acquisition and retention strategies across multiple storefronts.

Responsibilities:

• Own the app store P&L across all four storefronts and all RoW markets: revenue, costs, margin, and growth targets
• Forecast app store revenue and manage budgets for both paid acquisition (Apple Search Ads, Google App campaigns) and retention/lifecycle activities
• Report on full-funnel app store performance: installs, trial starts, trial-to-paid conversion, renewal rates, churn, LTV, and revenue contribution to overall business targets
• Use AI to build your own P&L dashboards and financial models — daily revenue tracking, cohort analysis, and scenario modeling using Claude Code or Python
• Own ASO across all four storefronts: keyword strategy, listing copy, visual assets (screenshots, preview videos), and ratings/reviews management
• Use AI for keyword research and optimization at scale — competitive keyword analysis, search volume modeling, and automated opportunity identification across markets and languages
• Generate and test listing copy variations using AI tools; run systematic A/B tests on store listings
• Manage Apple Search Ads and Google Play campaign budgets; optimize for cost-per-install and downstream subscription conversion
• Use AI-powered competitive intelligence: monitor competitor keyword rankings, creative approaches, pricing, and promotional activity automatically
• Localize store presence across regions using AI-assisted translation and localization workflows
• Own subscription retention and churn reduction across all app store channels — this is as important as new customer acquisition
• Analyze and optimize the full subscriber lifecycle: trial conversion rates, auto-renewal rates, win-back campaigns, pricing and packaging, and upgrade paths
• Use AI to build cohort analysis models, predict churn risk, and identify the levers that drive LTV improvement
• Leverage Firebase as a core operational platform — Firebase Analytics for in-app event tracking and audience segmentation, Remote Config and A/B Testing for experimentation, Cloud Messaging for push notification campaigns, and Crashlytics insights to correlate stability with churn
• Manage app store subscription pricing, promotional offers, introductory pricing, and bundle strategies across markets
• Monitor and optimize App Store and Google Play billing, subscription hooks, and auto-renew configurations
• Develop and execute win-back strategies for lapsed subscribers using AI-driven segmentation and personalized re-engagement
• Lead the app store strategy for the upcoming AI secure companion platform launch — storefront positioning, launch creative, feature nominations, and promotional placements
• Manage the TrendLife rebrand rollout across all app store listings: updated branding, assets, and messaging
• Work with product teams on app store feature requests, release cadence, and review response strategy
• Align app store funnels with web-based acquisition to ensure consistent user experience and prevent channel conflict
• Own ratings and review management strategy across all storefronts — response workflows, sentiment analysis, and feedback loops to product
• Use AI to monitor review sentiment at scale, identify emerging issues, and prioritize product feedback
• Drive initiatives to improve and maintain store ratings, which directly impact organic visibility and conversion
• Partner with the Affiliate Growth Manager on app-specific partnership opportunities
• Coordinate with regional leads (NABU, AMEA, Europe) on market-specific priorities and localization
• Work with Performance & Analytics on attribution for app store installs, subscriptions, and lifetime value
• Feed learnings into the global experimentation framework
• Coordinate with the CRM and lifecycle marketing teams on subscriber engagement across app and web channels

Requirements:

• 3–5 years in app store management, mobile growth, or subscription lifecycle management — ideally owning both acquisition and retention for an app-based subscription product
• Hands-on ASO experience across Apple App Store and Google Play; Microsoft Store and Mac App Store is a bonus
• Experience managing a P&L or revenue target for an app store channel — you understand subscription economics, LTV, churn, and the full lifecycle, not just installs
• Experience with Apple Search Ads and/or Google App campaigns
• Hands-on experience with mobile measurement and attribution platforms — AppsFlyer, Adjust, Branch, or Kochava — including SKAdNetwork/SKAN configuration, deep linking, and post-install event tracking
• Strong working knowledge of Firebase — Analytics, Remote Config, A/B Testing, Cloud Messaging, and Crashlytics — as a day-to-day operational and experimentation platform
• Genuine curiosity about AI tools: you naturally gravitate toward using AI for research, analysis, and content creation — and you're excited to learn Claude Code and build your own workflows
• Analytical mindset: comfortable with cohort analysis, retention curves, LTV modeling, and subscription funnel metrics — not just vanity install numbers
• Proficiency with ASO and app intelligence platforms: AppTweak, Sensor Tower, data.ai, SplitMetrics, or similar — for keyword tracking, competitive benchmarking, A/B testing store listings, and market sizing
• Familiarity with subscription analytics and revenue tools: RevenueCat, Adapty, or native App Store Connect / Google Play Console analytics for subscription performance, churn diagnostics, and pricing experiments
• A learning mentality above all — this is a role where you'll grow fast if you bring curiosity and initiative
• Bonus: experience with subscription-based apps, security/utility category, or consumer tech